From 
Flash
Mobs 
to 
Social
 Media;

 How
 to 
Capture 
Massive
 ROI 
for 
your

 Events
 and
 your
 Brand.


1. From Flash Mobs to Social Media;
How to Capture Massive ROI for your
Events and your Brand
October 27, 2010
Karran Finlay, KARRAN FINLAY MARKETING
©KARRAN FINLAY MARKETING

2. ©KARRAN FINLAY MARKETING
• President, KFM
• Formed KFM in 2009
• 5 employees
• 12 years experience in Strategic
MarkeHng, Public RelaHons and
Event Management
• Have worked and lived in all major Canadian ciHes
• Part‐Hme Event MarkeHng Instructor at the Art
InsHtute of Vancouver
• ISES Vancouver Board Member

3. ©KARRAN FINLAY MARKETING
©KARRAN FINLAY MARKETING

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• Groups that emerge suddenly and perform
surprise acts in a public space
• Emerge from a crowd
• Random ‘street team’
• Any random act: dancing, staying sHll, singing, etc.

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• Buzz factor
• InteracHve
• Surprise element
• Random
• Inspire energy and excitement
• Viral
• Direct touch brand awareness

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• Uses web‐based technology to communicate and
interact
• DisHnct from tradiHonal media, as they are
relaHvely inexpensive and accessible to anyone to
publish or access informaHon

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• Blog sites, Facebook, LinkedIn, Twier, MySpace,
YouTube
• 300 acHve social networking sites
• Full list: hp://en.wikipedia.org/wiki/
List_of_social_networking_websites

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• Viral
• InteracHve
• Instant
• Approachable
• Accessible
• ExperienHal

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• Determine the right approach
• Find the right talent
• Training and instrucHon
• A`tude

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• Random or Subtle?
• Quiet or Loud?
• Venue?
• Outside or Inside?
• Large or Small?

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• Professionalism!
• Trained Dancers or Volunteers?
• Students

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• Reviewing client materials
• Handouts
• SolicitaHon Laws
• Volunteer Policies vs. Professional Dancer
InstrucHon

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• PosiHve
• Outgoing
• Friendly

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• Increase public awareness
• Create a buzz using social media networks
• Write a blog about the flash mob

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• Increase awareness of events
• Increase awareness of your brand
• Communicate with event guests

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• Monitor what people are saying about your event
• Engage potenHal event guests
• Build relaHonships

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• Build relaHonships
• ‘RT’ (retweet) others tweets
• Reply to other people’s tweets
• Don’t just talk about your own event or company
• Interact
• Post interesHng content
• SHck to your event or business ‘voice’

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• Post pictures of your flash mobs
• Post pictures from events
• Share event informaHon
• Share informaHon on events you’ve been to
• Talk about a new venue
• Promote our blogs, arHcles, videos, etc.

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• Measurable goals and objecHves
• Tracking

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• Increase Facebook ‘fans’ by ___
• Increase traffic to website
• Increase event aendance
• Direct‐to‐event promoHonal responses
• Flash Mob – Social Media ‘Feedback’ Promo
• Handouts given out

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• There’s a lot more to social media and flash mobs
• Budget, Ethics, Content Strategy, Tracking Tools
• If you have quesHons or want to find out more,
contact me!
www.karranfinlaymarkeHng.com

36. ©KARRAN FINLAY MARKETING
twier/karranfinlay
facebook/karranfinlaymarkeHng
LinkedIn/karranfinlay
karran@karranfinlaymarkeHng.com